I’m going to venture a guess without even glancing at the data: They use social media but also value personal connections and expertise. They want a good value but also top quality. They expect flowers to be grown sustainably. And they appreciate the emotional well-being flowers offer.

Let’s see if I’m right.

The Floral Marketing Fund (FMF), with the help of CalFlowers and FTD, has completed a study called “Catering to Generation Z Consumers: Identifying Key Traits and Wellbeing Benefits in Floral Products.” It seeks to learn how Gen Z consumers (ages 18–28) purchase flowers and plants, what influences their buying decisions, and how floral products connect to emotional well-being.

The study, done by the Lab for the Assessment and Promotion of Physical Activity and Health at Colorado State University, surveyed 2,011 Gen Z participants across the U.S. Here is some of what they learned:

- Gen Z is digitally driven, but not digital-only. Instagram and TikTok play a significant role in floral discovery and trend influence. Social media shapes awareness, inspiration and perceived trendiness.

- At the same time, physical retail remains highly relevant—seeing, touching, smelling flowers, interacting with staff and making shopping social are strongly valued.

- Price is important. Gen Z compares prices, seeks value and responds to promotions.

- But cost is not the only driver. Freshness, color, design style, fragrance, longevity, sustainability practices and accurate labeling all significantly influence purchasing decisions.

Gee, I was right … because that’s about how everyone would respond to one extent or another (less TikTok viewing among older folks, for instance).

The study also examined perceived stress levels and the emotional impact of giving and receiving flowers.

- Participants reported positive associations between floral engagement and social connection. Both giving and receiving flowers were linked to emotional well-being, alongside a strong reported connection to nature. For an industry rooted in meaningful moments, this provides additional measurable evidence that flowers are not simply products; they are experiences that support connection and emotional impact.

- Environmental considerations influence this generation’s purchasing decisions. Recyclable packaging, transparent practices and eco-conscious behaviors are part of how Gen Z evaluates brands.

- Packaging and personalization also play a role. Design, labeling and printed information influence appeal. Customization enhances perceived value. For retailers and marketers, these insights offer direction: clarity, authenticity and thoughtful presentation matter.

All good info! However, I might question the role of sustainability in actual purchases. It’s easy to SAY you’d rather buy a bouquet that comes from a eco-certified grower. But if there’s another option that’s pretty, in nice packaging, for a few bucks less? Or for the same price but it’s fresher, or the colors are more what the customer wants … they’ll pick that option every time, I believe.

Anyway, if you are willing to make a donation (of any size), you can access the full report HERE.

Winter storms Ezra (December 30–January 1) and Gianna (January 26–February 4) really punished Florida’s agriculture, both edible and ornamental. Florida’s Department of Agriculture and Consumer Services just released some preliminary data from a survey they’ve been conducting that says 66 of Florida’s 67 counties experienced freezing temperatures for multiple hours and freeze-related agricultural impacts. Only Monroe County on the southwest tip of the state was spared.

Okay, not the recent freeze; this was 2025's snow in the north of the state. But a great and rare image!

The dollar value of the damage was $3.17 billion. It breaks down thusly:

Greenhouse and Nursery: Floriculture producers have reported freeze-related damages to approximately 20% of total value of crops, resulting in losses estimated to be approximately $240 million. Some 63,000 acres of horticulture crops were affected. Thankfully, that’s only about 20% of total crop value.

Citrus: fruit and tree loss/damage and future production loss: $675 million.

Other fruits: $385 million. A reported 90% of the state’s blueberry crop was lost, and 80% of the strawberries.

Vegetables: $719 million

Sugarcane: $1.15 billion

Aquaculture: $3 million

Read the full report HERE.

What’s not mentioned is the damage to landscape plants. I lost half a dozen newly planted palms and lots of smaller Zone 10-11 tropicals, worth perhaps $3,000. Multiply that times the number of residential and commercial landscapes in the state, and you’ve got a tree and shrub business that is going to BOOM in the coming years. Not to mention the cleanup services.

Oh, and good news for growers: USDA has formally declared the freeze a federal disaster, paving the way for relief programs.

Why am I writing about a European shuttle tray that’s not available here? It’s to let you know the sort of regulations the horticulture industry is facing in Europe and how they’re meeting them. Just in case something similar picks up steam here …

When Europe’s biggest bedding plant grower adopts a whole new tray system, it’s a big deal. Which I’m sure is why the folks behind the new Euro Plant Tray (EPT) are bragging about Emsflower coming on board. They produce many hundreds of millions of pots of flowers, so it’s going to be a big order and a big endorsement of the tray. The Euro Plant Tray was designed to be reused, helping to meet the requirements of the EU Packaging and Packaging Waste Regulation, which is going to seriously clamp down on single-use plastics and non-recyclable plastics. It was recently launched in Germany by a group of like-minded stakeholders who thought it was better to be proactive about waste plastic in greenhouses than to wait for the government to dictate what to do.

Emsflower was founded by second-generation Dutch nurseryman Bennie Kuipers and his son, Tom, as both a production greenhouse and a tourist attraction. They started at a massive 50 acres and today are at something like 158 acres. Their unique Erlebnispark (experience center) features an array of horticultural exhibits to show the public (for 12 euros a head) how greenhouse flowers and vegetables are grown, plus a zoo, butterfly garden, café and more. You can even walk above the production area on an overhead pathway. When I first visited Emsflower in 2006, right after it was constructed, I wrote in this newsletter, “I’ve seen some pretty impressive greenhouses in my time, but this one blew my mind. You’ve got to see it to believe it.”

Tom, now Managing Director of Emsflower, sees joining EPT as a logical step.

“As the largest nursery with Dutch roots in Germany, we have a special responsibility—for the environment and for the industry. Together with our customers, we want to actively shape the transition to reusable systems. With its impressive list of shareholders, Euro Plant Tray offers a compelling industry solution that convinced us. We are delighted to be part of this strong community and to help shape the future of plant logistics.”

The Euro Plant Tray is designed to be used over and over in a pool system, like CC trollies are in Europe.

Dirk Bansemer, Managing Director of Euro Plant Tray GmbH, highlights the importance of this partnership: “From the very beginning, the dialogue with Emsflower was characterized by a clear, common goal: to establish a sustainable, efficient and legally compliant transport solution for plants. Emsflower joining confirms our path and moves the system a big step forward.”

Euro Plant Tray hopes to have six million trays in circulation this year. The EU’s PPWR will prohibit the use of single-use plastic in national supply chains by 2030. With the addition of Emsflower, Euro Plant Tray eG now counts over 30 members, including leading nurseries, trading platforms, retailers and associations from several European countries.

Hard to believe it was just blizzarding in much of the country, and yet in two weeks the Ball Publishing crew will be headed west for our annual California Spring Trials coverage. I’ve made the trek every year since 1994 and I still get excited. It’s especially fun now traveling with Jen, Bill and Osvaldo and being able to bring you daily newsletter and video coverage.

Speaking of which, until we have the new stuff to share (starting the week of the 22nd), you can experience CAST two ways: via our YouTube PLAYLIST from last year, which features 24 videos from all the participating breeding companies. Remember—the stuff we showed you in these is new for THIS SEASON!

Now, for a hint of what’s coming at CAST 2026, Bill “Young William” Calkins produced a series of podcasts where you can hear what the participants are planning for their 2026 CAST displays. Find them HERE at the National Garden Bureau CAST website (where you can also register, if you’re thinking of going).

Lastly, bookmark our California Trials homepage, because that’s where you’ll find all our output for 2026—our Acres of BuZZ! newsletters and videos. (Although as a subscriber to this newsletter or Ellen’s BuZZ!, you should automatically get Acres of BuZZ!)

One of the stalwart CAST participants, PanAmerican Seed, has just announced that its Beacon Impatiens charitable partner for 2026 is Roots for Youth, an organization founded by the Bradford Greenhouses Family Trust in Ontario, Canada, that empowers teens and young adults who have endured family tragedies by providing scholarships for post-secondary education.

Roots for Youth Director and President Len Ferragine, has seen firsthand the heartache caused from a tragic family loss, and how the heavy burden of financial hardship can make pursuing education feel nearly impossible. A lifelong friend and longtime employee passed suddenly at a young age, leaving behind a wife and teenage children. This event kick-started the charitable organization in 2018.

“Since helping that first family many years ago, we are now providing aid for 14 young students, paying 100% of their tuition to achieve their post-secondary education,” Len says. “With Roots for Youth support, they can grow to become healthy and resilient contributors in their communities.”

Beacon, as I trust you know, is a series of I. walleriana with proven high resistance to Impatiens downy mildew. As part of a dedicated mission to “shine the light,” PanAmerican Seed has committed to supporting a new charity each year and bring awareness to organizations providing help to those in need. Beyond the monetary donation at the completion of the 2026 season, PanAmerican Seed will participate in other fundraising and collaborative events with Roots for Youth. It will also build awareness for this cause through Beacon’s social media channels and consumer website, as well as through customer and media relations.

If you already know how to identify diseases but have doubts on your best choices for management, Practical Disease Management is the course for you! This is the second course for 2026 of the award-winning Greenhouse Online Training courses offered by the University of Florida IFAS Extension. This is an intermediate-level course that teaches you to prevent disease by learning how diseases develop and spread, understand basic organic and conventional management, and safely apply and handle fungicides. This course is taught in English and Spanish.

The course, taught by Dr. Carrie Harmon, Director of the UF/IFAS Plant Diagnostic Center in Gainesville, will run from March 30 to April 24. Cost is $293 per participant, with a 20% discount if you register five or more.

All course material is completely online and available at any time of day or night, and includes pre-recorded videos, an interactive discussion board with professors, and quizzes. Instruction is at your own pace and time within the four weeks of the course, with a typical time commitment of about four hours per week.

Click HERE to register and to see the other classes they’ve got coming up.

I’ve seen some interesting and varied things in my travels the last few weeks. Such as Florigami in the Garden, an art installation at McKee Botanical Gardens in Vero Beach. These are giant origami-inspired flora and fauna created by artists Jennifer and Kevin Box scattered throughout McKee’s 18 lush, tropical acres.

That was three weeks ago. This week, I made the six-hour drive up to Macon, Georgia, to get a peek inside BrightFarms’ newest lettuce greenhouse because BrightFarms won the Operational Excellence category of our CEA—Cultivating Excellence Awards at the recent Indoor Ag-Con.

My tour guide, brand manager Kayla Michelson, shows off their signature Crunchy
Green Leaf lettuce, which is indeed crunchy (she gave me a few packs to try for myself).

Eight acres, fully automated, ultra sophisticated and home to more than 18 million lettuce seeds and plants at any given time. An impressive place, to be sure! But what I really want to know is how the Dutch-designed Kubo Ultra-Clima greenhouse maintains a lettuce-growing environment in a hot (93F average in July) and humid (70+ %) Georgia summer. I'm set to interview their EVP of operations to learn all about it. You’ll read all about it in the Summer issue of Inside Grower magazine.